L’Oréal tech leader Guive Balooch on what’s driving beauty innovation today, plus industry news

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Sep 11, 2025

Guive Balooch, Global VP of Tech and Open Innovation at L'Oréal, shares insights on revolutionizing beauty innovation. He discusses groundbreaking products like ColorSonic for at-home hair coloring and the Cell BioPrint skin diagnostic tool. Balooch delves into the intersection of biotechnology and beauty, including investments in longevity and AI applications in product development. He also introduces the 3D shu:brow, an innovative device for perfecting brows, highlighting a future of hyper-personalized beauty experiences.

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INSIGHT

Expanded Role Focused On Building The Future

Guive Balooch now runs both L'Oréal's tech and external partnerships, expanding his influence across biotech and longevity.
He views the role as building the future rather than exercising power.

ANECDOTE

ColorSonic Origin Story

ColorSonic came from an internal 'beauty shaker' competition and seven years of development to simplify hair-color mixing.
It launched ~18 months ago and now sells widely, including at Target.

INSIGHT

Light-Powered Hairdrying Advances

AirLight Pro uses infrared light instead of hot coils to dry hair more efficiently and gently.
L'Oréal partnered with startup Zuvia and scaled the device into salons and retail channels.

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When it comes to innovation in the beauty industry, few wield more power and influence than Guive Balooch, L’Oréal Group’s longtime tech leader.

“In the last three or four years, [we’ve seen] this incredible shift in the speed of innovation,” Balooch told Glossy. “It feels great to work on things that are shaping the future of our industry.”

Since Balooch last joined the Glossy Beauty Podcast in 2021, his team has released a light-powered blowdryer called the AirLight Pro; an in-store skin diagnostic device called Cell BioPrint; Water Saver, an in-salon water reduction tool; a home hair-color application tool called Color Sonic; and many more innovations.

He’s also taken on an expanded role as global vp of tech and open innovation, where he now oversees the partnerships driving L’Oréal’s future innovation. This includes investments in Swiss longevity biotech company Timeline and San Diego-based Debut Biotech.

In today’s episode, Balooch shares insights into the future of beauty innovation, which includes further exploration of the skin’s microbiome, ingredient creation through biotechnology and beauty at the intersection of longevity. He also shares details on his team’s use of AI, the latest shift in consumer desires, and the unexpected inspiration behind L’Oréal’s new 3D printable eyebrow technology called 3D shu:brow.

But first, Lexy Lebsack is joined by senior reporter Emily Jensen to walk through the biggest beauty and wellness news of the week. To start, the hosts discuss a new $28,000 fragrance from LVMH-owned Maison Francis Kurkdjian. The new 10-year anniversary edition of the brand’s Baccarat Rouge 540 comes with many perks for the investment, including access to events and a members-only club.

Jensen and Lebsack also dive into the latest earnings at Puig, which saw 7.7% like-for-like sales growth driven primarily by fragrance sales, which made up 73% of the quarterly sales. And they discuss Macy’s Inc., which saw its best comparable sales growth in 12 quarters, thanks to boosts of 3.6% at Bloomingdale’s and 1.2% at Bluemercury.

Finally, everything you need to know about the influx of lawsuits in California courts challenging “made in America” marketing claims by top beauty brands including Unilever-owned Paula’s Choice and It’s a 10, which is privately held.